Google search engine filters

The Google search engine has a number of filters that, one way or another, affect the promotion of the site. Google has a lot of filters in total, hundreds, perhaps thousands.

This article is about the main filters of the Google search engine, which you should pay attention to when promoting SEO.

Google search filters

Google search engine filters 1

1. Duplicate content

There are more and more sites every day, their number of pages is growing at a rapid pace. Many resources duplicate the same content on their sites. Data processing requires resources and it grows like a snowball.

As a result, a filter was launched that is superimposed on duplicate content.

How the filter works:

If you publish non-unique information taken from other sources on the site, then Google lowers this article or page in the search results.

There are 2 options for action:

– your site gets into supplemental results, that is, the results are not the main index

- the page falls out of the search engine index

How not to fall under the filter:

When promoting any site, it is necessary to use unique texts, and if you take texts from other resources, then rewrite them.

If the site has duplicate pages, for example, the same pages describing a service or product, then you need to remove the duplicates, or close them from indexing on the site.

By any normal means, you need to uniqueize the content on the site in order to avoid the consequences of the filter for duplicate content.

2. Sandbox or Sandbox

The task of this filter is to keep it in the top for high-frequency queries, both commercial and informational.

It was also launched to fight spam and dubious sites. Therefore, the term for the withdrawal of the site for the most top queries can be more than 5 months.

How the filter works:

If a young site just created began to move on competitive and high-frequency queries, then it most likely will not be able to get into the top at first.

The Sandbox filter does not affect mid and low frequency requests. Therefore, for the first time it is better to apply the promotion of low-frequency requests, and in parallel work on high-frequency ones.

How not to fall under the filter:

For new sites, this is difficult, but you can find the old domain on your subject, and there are 2 options:

- make a website on the old domain

- glue the old domain with the new one

Both options are normal and work, it all depends on the correct gluing. It is also important to check the old domain for backlinks and look at its history.

Reading articles:

competitor website analysis

how to check website history

It is not applicable to many topics, especially in Ukraine, and you can safely promote sites and achieve pretty quick results.

3. Fast Link Growth

If a site is experiencing too fast link growth, then the Google search engine may assume that it is being manipulated.

How the filter works:

If Google detects a very fast growth of links to a site, then it can automatically lower it in the search results. The consequence of such a drop in positions, traffic, and a long non-return of the site to the top.

How not to fall under the filter:

It is necessary to slowly and gradually increase the link mass to the site, so that in the eyes of Google it looks as natural as possible.

4. Google bombing

When there are too many direct occurrences of anchor links, Google sees that the site owner wants to be in the first places, according to the words in the top.

An example of such an anchor list:

Google search engine filters 2

As we can see in the photo, in the anchor list, only those keywords that the site owner wants to be in the top are promoted.

How the filter works:

In the case of only the direct occurrence of the anchor, sooner or later Google may suspect this, which will result in a drop in positions. Usually at first it is -10 - 15 positions. Then the site goes to -100. If you neglect this a lot, you can also get into a Google ban, this is when all pages fall out of the search engine index.

How not to fall under the filter:

In order not to fall under the filter, it is worth posting with a heavily diluted anchor list, as well as using a lot of branded keywords. If you properly dilute the links, you can avoid this filter and successfully advance in the search.


Filter - 30 is designed to combat real spam in the search results. These can be sites with hidden redirects, as well as doorways.

How the filter works:

It lowers sites of this kind by -30. That is, the site does not appear above the 30th position in the Google search results.

How not to fall under the filter:

The easiest way is not to use black methods of site promotion, and everything will be fine.

6. Citation

If you are promoting a site, then you should definitely make sure that related resources link to you. If the site successfully rises to the first places, and sites not related to its subject link to it, then this filter may come into effect.

How the filter works:

The search engine analyzes the backlinks to your site, this can be viewed through Google Webmaster Tools. If the percentage of non-thematic links is high, then this filter may be applied to the site.

Most of all, it works if your site will link to a lot of links from unwanted topics, like pornography, gambling, and more.

How not to fall under the filter:

Do not use such links when promoting, attract the most thematic links to the site being promoted. If these are the actions of competitors, then such links can be downgraded in Google Webmaster Tools.

7. Re-optimization

The filter was created in order to downgrade sites that are heavily overoptimized internally.

How the filter works:

It takes into account the number of keywords on the page. If the site is highly optimized by them, then these pages may drop out or go down in the search results. Website text optimization should be normal, otherwise there is a chance to fall under the filter.

How not to fall under the filter:

In order not to fall under the filter for re-optimization, you need to carefully optimize the texts and content on the site, not oversaturate everything with keywords, do optimization for people in the first place, and not just for search engines.

8. Website loading speed

It has long been no secret that site loading speed affects promotion and positions.

How the filter works:

If a site loads slowly when you leave a search engine, and this happens often, then Google may lower the site in search results.

How not to fall under the filter:

In order not to fall under the filter for loading speed, it is necessary to place the site on high-quality servers, from reliable providers. If the loading problem depends on the site management system itself, then you need to carefully optimize the management system so that all scripts work and load quickly. And also always monitor the speed and availability of the site.

9. Supplemental Results

The filter is superimposed on the pages of the site, which she considers of little importance. For example, these may be pages with duplicate content, as well as pages that do not have incoming links.

How filters work:

Such pages are poorly ranked by Google, and you can also view these results by clicking on view additional results.

How not to fall under the filter:

In order not to fall under the filter, you need to drive these pages into an additional search, the solutions are simple:

— remove duplicate pages (or make pages unique)

- place external links on the page

Additional search results are not so scary, but you need to have priority pages and sections in the main search results. 

10. Link exchange

In the old days, a very popular way of promotion was the exchange of links. Separate pages were created with links to third-party resources. It was the same on third-party resources. As a result, the positions of the sites grew.

How the filter works:

If a search engine detects a massive link exchange, then it lowers the site in the search results.

How not to fall under the filter:

The main thing: do not use pages with links to other resources. This in narrow circles is called linkopomoyki.
If you have already fallen under such a filter, then you need to remove such pages, or close them from indexing. Wait a bit and the position will return.

11. Trast Rank or the level of trust in the site

This parameter or filter considers many parameters. The bottom line is this: the more authoritative the resource, the better it is for its promotion in Google.

Conditional Trust Rank depends on various indicators such as:

- link mass to the site

— quality, thematics and authority of links to the site

— domain name age

- the quality of the content on the site

- internal linking

And much more.

These are the main filters of the Google search engine. As I wrote above, there are many Google filters, but at least when promoting, you should take into account the main ones so as not to drive the site under the filter or into a ban.

A source: Seoprofy